6. Campaign Execution

Prospecting is hard work. You want to find the maximum number of likely targets, reach them through the most efficient media, motivate them to raise their hands, and achieve the lowest possible cost per inquiry—all while maintaining the quality level of inquiries that will convert to qualified leads and eventually convert to a sale. This is a tall order, and it begins with identifying the most likely targets for your campaign.

Campaign Target Selection: Finding the Winning Combination

Most business-to-business (B-to-B) direct marketers use a combination of approaches to selecting campaign targets. These include:

Current customers. If you introduce a new product or service, your best prospects are going to be current customers. ...

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